Lowe's has a new slogan — and it shows how the battle for a key home-improvement market is heating up

The new slogan may reflect the Lowe's CEO's attempt to "Home Depot-ize" the company.
Jay LaPrete/AP Images

Lowe's will adopt a new marketing tagline in February: "Do it right for less. Start at Lowe's."

The new slogan bears a striking resemblance to Home Depot's tagline: "More saving, more doing."

The change may signal that Lowe's is particularly interested in attracting do-it-yourself shoppers.

Lowe's wants to help customers "do it right for less."

At least, that's the thrust of its new slogan. The home-improvement retailer's new tagline —"Do it right for less. Start with Lowe's" — will roll out in early February, according to a Lowe's representative.

In a December 11 presentation, the company's chief marketing officer, Jocelyn Wong, stressed that the new motto encouraged consumers to "start with Lowe's" and provided a "clear value message and call to action." Wong also included a slide on how the company planned to deliver more "personalized, targeted messaging" to customers.

A Lowe's representative told Business Insider the new tagline was a part of "evolving" the brand's marketing campaign. This tagline is at the center of a campaign intended to replace the home-improvement retailer's previous "Moments" campaign.

Forbes and Bloomberg have observed that the new motto signals a move to appeal more to the do-it-yourself market, especially shoppers hoping to take on extensive — and expensive — projects. DIY consumers, who tackle renovation projects on their own, are a major consumer base for both Lowe's and Home Depot. Home-improvement professionals make up the other significant slice of the pie for the two companies.

In fact, Lowe's new motto may ring a bell for observers of the home-improvement business. It's quite similar to Home Depot's tagline of "More saving. More doing."

But the slogans' similar vibe shouldn't come as much of a surprise. Before he became CEO of Lowe's, Marvin Ellison served as a Home Depot executive for years. He later moved on to become the CEO of J.C. Penney.

Business Insider previously spoke with Seth Basham, the managing director of equity research at Wedbush Securities, who said Ellison had embarked on a deliberate crusade to "Home Depot-ize" the company by divesting itself of noncore businesses and focusing on the company's US stores.

And, from the looks of it, switching the company's slogan is just the start. During the home-improvement retailer's investor day on December 12, Ellison spoke about "implementing process and technology improvements" he said were "designed to position Lowe's to win in today's complex retail environment."